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TLC Marketing celebrates its 30-year anniversary

TLC Marketing UK


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April 12, 2021 | 4 min read

As of Sunday 28 March 2021, TLC Marketing Worldwide will hit its 30-year milestone, dating back to its establishment in 1991.

TLC Marketing look back on its evolution throughout the last three decades.

TLC Marketing look back on its evolution throughout the last three decades.

TLC was the brainchild of Nick True, who remains the company’s founder and chairman. A few years after the launch of TLC, True was joined by CEO, Alec Johnson and they have since focused on expanding the agency's expertise of reward marketing.

The agency now houses 14 offices globally with 300 team members, producing over 400 campaigns per year across thousands of international clients.

What’s changed over the last 30 years?

When it comes to rewards and customer behavior, not much has changed over the last three decades. Of course, the delivery of these rewards has developed but consumers are still asking for the same things from brands – for them to be rewarded for their loyalty.

Those rewards can come in an array of shapes and sizes, which is why TLC has created a suite of networks to provide rewards to brands and their customers. Spanning a number of industries, such as travel, entertainment, dining, wellness, learning, activities or services, the agency can provide a reward for anything to suit consumer needs.

Alec Johnson, chief executive at TLC Marketing, said: “Our motivations have remained untouched through the decades. We continue to pioneer within the reward marketing space, driving ambitious brands to interact with their consumers to influence their behavior within purchase or relationship management strategies.

"What’s changed in that 30 year period? Promotional mechanics have changed through digital evolution which make it even easier for customers to benefit from any interaction. Secondly, our product offering is considerably stronger and truly global, plus finally, our ability to manage campaigns across every corner of the planet has been stress-tested by the most demanding brands on the planet.

"This combination has seen many of our client relationships evolve from local to global as we drive best practice across the global promotional space.”

Nick True, chairman at TLC Marketing, added: “We are so proud of this milestone, but the best is yet to come. The future is very exciting for TLC, as we continue to develop the depth and breadth of our consumer reward offering across every continent, and continuously refine the consumer experience, using the latest tech and market trends.

"We continue to exceed expectations of what’s possible in terms of client, consumer and reward partner success and satisfaction. This has been the ‘holy trinity’ of our longevity over 30 years, evolving from reward marketing pioneers in the UK, to worldwide leaders in fueling consumer passions through strategic, on-brand campaigns, across every sector.

”30 years of understanding consumer behavior gets you as close as is possible to guaranteeing the success of a campaign, be it to help drive sales and acquisition, or motivate consumer engagement and retention. Underpinning everything is our TLC-way culture, a powerful blend of passion, fun and ‘can do’ attitude. This shared philosophy has become our superpower, playing a huge role in our success.”

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Content by The Drum Network member:

TLC Marketing UK

TLC – A rewarding company

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